The new U.S. Census data was released last week illustrating changes in populations and demographics across the nation. Among these changes were increased population density in metropolitan areas and a more accurate depiction of self-identification thanks to adjustments made to the questionnaire in 2018. The ability to drill down to better specifics for racial and ethnicity demographics revealed a population much more diverse than previously reported.
The new questions helped to identify the multiracial population, which is one of the areas that experienced the most growth. This self-identifying group has increased nearly 300% in the last decade. In fact, all the one race or in-combination race categories saw growth, with the exception of those identifying as “White” alone who decreased a bit under 10% despite still being the largest population group. You can view the 2020 Census data here.
We know that cultural identity can play a part in our communication preferences, so if we want to successfully reach consumers within a population that is more diverse than ever, we need to employ communication channels that are as diversified as they are. In fact, research shows that 98% of Americans switch between devices daily. This is why an omnichannel engagement strategy is so important. Honoring consumers’ contact preferences gets better results, not just when it comes to communication itself but also with their overall experience.
Our omnichannel strategy allows consumers to personalize their account management experience, by offering numerous channels for interaction such as traditional calls, IVR, direct mail, text messaging, email, or live chat— and we provide a convenient online portal if they wish to minimize communications and take full control of their accounts themselves. This is how we can ensure the best results across any demographic.
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